City of London,

Square Smile! New campaign launched to welcome back workers and boost the City’s vibrant offer

The City of London Corporation is mounting a new campaign to support retail, leisure and hospitality businesses as well as cultural attractions by encouraging people back into the Square Mile for work and play. 

The “Square Smile” campaign is designed to raise awareness of the benefits of returning to the City and face-to-face interaction as firms increasingly give their staff more flexibility on where they locate through hybrid working. It will showcase the City’s vibrant offer – ranging from world-class culture, heritage, cuisine, entertainment, retail, architecture and much more. The campaign launches on 13 October 2021 and runs until the beginning of 2022. 

The campaign – which stems from the final report of the City of London Corporation’s Recovery Taskforce – will target hybrid workers as well as those who have fully returned to their workplace. The campaign seeks to remind them of all the things they missed during the pandemic, including socialising and enjoying the City’s culture and entertainment. Whether it be collaborating with teammates, going for a spontaneous lunch or having the opportunity to go for after work drinks, the City can help to bring people together. 

Lord Mayor of the City of London William Russell said: 

“The Square Mile is open for business and we urge workers to return so that they can enjoy everything they missed during the pandemic. The City has something for everyone to enjoy: from quirky independent cafes to internationally-renowned cultural institutions, world-class modern architecture to historic heritage sites. There has never been a better moment for workers to return and enjoy our vibrant offer.”  

Policy Chair of the City of London Corporation Catherine McGuinness added: 

“This campaign will build on the growing momentum behind the return to the Square Mile, with our streets starting to buzz and offices coming back to life. It will highlight and remind workers of the wonderful, quirky and interesting things there are in the City beyond just work. This is vital to support the SMEs and wider ecosystem that help to make the Square Mile such a unique place to work and visit.” 

The City Corporation has been providing direct support to businesses in the Square Mile throughout the pandemic, including through: 

  • A Business Recovery Fund, which provided millions of funding targeted at City SMEs. 
  • Its COVID Business Accreditation Scheme has been expanded to all City companies to provide reassurance to customers. 
  • Reopening events and promotional campaign were held in line with the Government’s roadmap to encourage workers back. 

 In the medium term, the Recovery Taskforce is focused on the future of the City and ensuring the Square Mile is the world’s most innovative, inclusive and sustainable business eco-system. 

For more information about the campaign, visit: : (live from 11:00hrs 13 October 2021)


Notes to editors: 

For more information, images or interview requests, please contact Julie Giraud | | +44 7729 088 164 or Pete Bell | | +44 7973 764 387 

Lafontaine PR, 66 Charlotte Street, Fitzrovia, London W1T 4QE. 


About the City of London Corporation: 

The City of London Corporation is the governing body of the Square Mile dedicated to a vibrant and thriving City, supporting a diverse and sustainable London within a globally-successful UK.

About the “Square Smile” campaign: 

The Square Smile campaign launching in October 2021 aims to re-energise and revitalise the City of London though a campaign designed to support the return of workers and get them even more engaged in its vibrant offer. The campaign specifically targets the half a million City workers representing 10 per cent of London’s total workforce. (live from11:00hrs 13 October 2021)